From their email:

Flipreads gets a make-over!

More powerful and user-friendly

Last year, on 11/11/11, we launched the country’s first operational ebookstore, Flipreads.com. In the months since, we have been providing ebook retail and distribution service through Flipreads, continually testing our platform and looking for ways to serve our clients and ebook providers better.

Today, 12/12/12, we are happy to announce the brand spanking new Flipreads.com! We didn’t just try to make it look prettier; we also added features more useful to buyers. Some of these features are:

• A more powerful search function
• The use of a shopping cart
• A record of your downloaded ebooks
• A new payment gateway, Payeasy
• Integration with Readmill for the iPad

Download an ebook or two now. I have some books available there. Enjoy!